Mattel Buys Pleasant Co. for $700 Million

Share this article:
Toy company Mattel Inc. announced last week that it will acquire Pleasant Co., a direct marketer of the historically-inspired American Girl doll line, for $700 million.


"We might look at cataloging or direct marketing some of our products. We feel that Pleasant Co. has expertise in direct marketing, and we hope to benefit from that," said Glenn Bozarth, a spokesman at Mattel, El Segundo, CA.


Pleasant Co., which touts $300 million in annual revenues, will maintain its headquarters in Middleton, WI, and operate as an autonomous unit of Mattel. Pleasant Rowland, president and founder of Pleasant Co., will become vice chairman of Mattel and serve on Mattel's board of directors.


Mattel said its acquisition of the company will add modestly to its 1998 earnings.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.